Author: Shivani Sharma
Student Of Information Science Engineering, BMS Institute of Technology & Management, Bengaluru
“Content isn’t the king its the kingdom”
- Lee Odden
Content creation is a medium via which people share any kind of information, be it their views or something that viewers need to know. Content that one can get hold on through any media, especially digital media. It is not just about writing articles, it also includes graphic posters revealing an untold tale, animated videos unobtrusively projecting flaws of several affairs, real-time photographs aching heart of millions and videos where one gets face to face with the viewers and expresses it out. Well! It is also not just about information; content creation has adopted a new form after the evolution of content created on YouTube.
“Welcome back to my channel!” “I hope you enjoy the whole video!” “If you have come to this point then don’t forget to like, comment, share and subscribe!” and this gives us immense pleasure to know that how much importance our view, like, comment, share and subscribe holds. YouTube Content Creators is not just a term, it's rather a designation for those who create videos and upload on their YouTube channel. With a sole purpose to build a virtual family of subscribers who rely on them for entertainment, information and sometimes for support too.
Bhuvan Bam with 19.6 million subscribers on his channel “BB ki Vines”, Prajakta Koli with 5.79 million subscribers on her channel “MostlySane”, Harsh Beniwal with 10.6 million subscribers on his channel and Amit Bhadana with 21.5 subscribers on his, these are few of the top Indian creators who create videos on latest or viral topics in a comical way. And that’s an empire built by their hard work, dedication and excellence in acting and creative writing skills. And then following the trend to connect with the viewers there are several stand-up comedians like Zakhir Khan, Kenny Sebastian, Abhishek Upmanyu, Abish Mathew, Biswa Kalyan Rath, Tanmay Bhat, Kaneez Surkha, Sumukhi Suresh and the list goes on. Storytelling and poetry are another entertainment form, soothing people with their unusual way of reciting to give examples; there is Neelesh Misra, Yahya Bootwala, Amandeep Singh, Helly Shah and many others. Then there is a huge list of vloggers popular of all being Gaurav Taneja aka Flying Beast (3.98 Million subscribers), where the art is to keep it real and connect with this reality. Last but not least is music and dance, where channels like Team Naach, Melvin Louis and others promote art.
E-sports have astonishingly developed worldwide so much that there is a separate category for creators in the gaming field as Gaming itself. Mortal, Scout, Ghatak, Regaltos, there are many Indian game streamers, contrary to “kheloge kudoge to banoge kharab, padhoge likhoge to banoge nawab!” (If you will play you won’t become a great scholar but if you will study you will live like a Nawab), the de facto dialogue which is (or was) surely the soul of Indian parenting. Another inseparable part of YouTube content is roasting and Ajey Nagar aka Carryminati (with 26 Million subscribers) laid its foundation.
The essence of content isn’t lost though, as there are many channels passing on their knowledge and even teaching vast concepts of any field. Channels like Unacademy have nurtured and embraced e-learning. And then there are several motivational speakers like Sandeep Maheshwari who keeps the zeal to live and to be motivated always, alive in viewers.
But more you get the popularity; more you get the responsibility to handle the fame and your name. You can’t get dazzled by your kingdom of fame built with a crazy amount of love and affection, instead, the aim should be to work harder to expand your kingdom. Then comes the mistake of a continuous series of videos. “More content is not better. What’s the worst case scenario if we slow ourselves down and do some analysis?”, Kristina Halvorson, the CEO and founder of Brain Traffic. So, the knowledge of when to take a break and then to reboot is all in creators’ hands. So, Content Creation is a self-learned but well-learned art to keep up with the trend and viewers, and to make sure that you are cautious about the tragedy that might be caused by this art if you continue to be ignorant or melancholy with your content.
But is everything really art? Definitely no. As the greed of money and fame makes you go blind over the fact that the reach of your video is not just till your subscribers rather it ends where the world ends. Due to negligence of this fact, those few rotten apples spoil the whole barrel. And this is where content creations become the disaster.
Celebrities are looked up by the people for many reasons be it their lifestyle or fitness. But are also considered as property by a few people, who troll them for no reason at all. Yes! Trolling is not limited to just social media platforms. Certain channels based on Bolly News or Celeb Talks, slam celebrities in the thumbnail and video title just for the sake of views and subscribers. You may get attracted towards these catchy titles and thumbnails, but when you end up watching those videos there is a huge difference between the reality and what they promised to show you in that video.
YouTube content creation becomes a disaster when abusive language is presented as the only way of expression. No doubt that all the established creators use abusive language as well but there is a disclaimer that they follow along with their videos.
Another disaster that occurs to YouTube content creations is when there is war in the community. It is mostly when a roasting video content creator, roasts another creator. Poking them for no reason at all. Then the community gets divided and ultimately the roaster is knocked down. The YouTube community is not less than a family, as even after such disasters each member who is the creators stand united.
An instance being the TikTok Vs YouTube war. Where tiktokers were roasted to their core by YouTubers and hatred came from their side too. And the unity of YouTube was redefined when YouTube took down Carryminati’s TikTok roasting video and every creator stood by Ajey. But the question remains the same if his content was a disaster or not?
YouTube has a huge audience and countless creators. Where the theory of earning through YouTube is still mysterious but the contrast between content being art or disaster has been kept uncomplicated, which does depend upon the wit of creators and choices of the audience. Andy Crestodina, co-founder and the strategic director of Orbit Media Studios once said “When creating content, be the best answer on the internet.” but one shouldn’t forget to keep it straight, real, unbiased and worth it to be liked, commented, shared and of course, subscribed.
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